smarties awards - tips for winning
DESCRIPTION
The Smarties Awards is the only global awards program created specifically to recognize best in class mobile work from around the world. Winning a Smarties is validation that you are among the best, smartest, and most creative in mobile marketing, while also rewarding and enhancing client/agency relationships There are many opportunities to win a Smarties We have introduced some new country specific programs and new regional programs, in addition to our existing global program We encourage you to enter campaigns not just in multiple categories, but also across these multiple programs Go ahead! http://www.mmaglobal.com/events/the-smarties/2014/overviewTRANSCRIPT
TIPS FOR WINNING A SMARTIES AWARD
Mobi le is the most compel l ing , accurate ,
and inc lus ive market ing prac t ice today
In the past few years , mobi le has
exp loded f rom an a f ter thought in
market ing and adver t is ing budgets to a
top pr io r i ty in every marketer ’s campaign
The Smart ies Awards is the only g lobal
awards program created speci f ica l ly to
recognize best in c lass mobi le work f rom
around the wor ld
Winning a Smart ies is va l idat ion that you
are among the best , smartest , and most
creat ive in mobi le market ing, whi le a lso
reward ing and enhancing c l ient /agency
re la t ionships
There are many oppor tuni t ies to win a
Smart ies
We have in t roduced some new country
speci f ic programs and new regional
programs, in addi t ion to our ex is t ing
global program
These new programs wi l l prov ide winners
greater levels of v is ib i l i ty wi th in both
local markets and on a g lobal s tage
We encourage you to enter campaigns
not just in mul t ip le categor ies, but a lso
across these mul t ip le programs
Th is PowerPo in t i s a b r ie f ou t l ine o f t ips fo r
en t ry submiss ions . I t i s impor tan t tha t you
read the Genera l Ru les on the Smar t ies
webs i te -
h t tp : / /www.mmagloba l . com/events / the -
smar t ies /2014/overv iew
COMPLETING THE ENTRY FORM
Read the entry overv iew and genera l
ru les, and note the requi res and formats
for creat ive mater ia ls
Star t bu i ld ing your entry off l ine f i rs t ;
once you’ve proofed i t , then you can cut
and paste each sect ion in to the onl ine
form
Entr ies should engage the judges and
bui ld your business case for winning a
Smart ies award
Wri te your entry l ike a shor t s tory, but
keep i t s imple, c lear, and concise
Be sure to ar t icu late object ives,
s t ra tegies, and tact ics
Be sure your entry form does not have
typ ing errors, is wel l -wr i t ten, and has
log ica l thought sequences
At tempt to t ight ly ed i t your wr i te -ups,
using shor t , br ie f paragraphs wherever
possib le
Smart ies are judged by four areas
¤ Strategy
¤ Execut ion
¤ Creat iv i ty
¤ Resul ts
Al l four areas make up 25% of the to ta l score
Judges look for in format ion and
understanding of the business and/or
market ing chal lenge a long wi th a so l id
mobi le s t rategy
Bui ld your s tory in th is sect ion of the
entry form
STRATEGY
Inc lude s t ra tegic object ives
¤Increased market share
¤Brand awareness
¤Time engaged wi th the brand
¤Sales
¤Leads
STRATEGY
Who was the in tended ta rge t aud ience?
What was the c rea t i ve and med ia s t ra tegy?
Contex t - F i r s t year o f campa ign? ¤I f no t , how has t he s t r a tegy adap ted t o
p rev i ous resu l t s and new techno logy?
STRATEGY
Describe how the campaign was
implemented and i ts level of success
EXECUTION
How d id the execu t ion o r enab l ing techno logy
he lp ach ieve resu l t s?
How was the mob i le component o r enab l ing
techno logy in tegra ted in to the overa l l
marke t ing s t ra tegy?
How c rea t i ve o r soph is t i ca ted was the
campa ign in i t s use o f mob i le med ia?
EXECUTION
What d id the mob i le channe l o r enab l ing
techno logy b r ing to the overa l l campa ign tha t
other marke t ing channe ls m issed?
How was i t matched to spec i f i c marke ts ,
demograph ics re levan t to the overa l l
campa ign execu t ion?
What percen t o f the campa ign budget went to
mob i le?
EXECUTION
How we l l was mob i le techno logy leveraged?
Was the campa ign compl ian t w i th MMA
gu ide l ines and bes t p rac t i ces?
What impac t d id the campa ign have on the
marke t?
EXECUTION
Make i t as easy as possib le for judges to
exper ience the creat ive as or ig ina l ly
in tended
CREATIVITY
Judges wi l l consider
¤Consumer engagement
¤Unique use of mobi le media types
¤Creat iv i ty dynamics and in tegrat ion
wi th overa l l campaign
CREATIVITY
We strongly encourage submit t ing a
shor t (2 -3 minute) case study v ideo
OR
Br ie f wr i t ten case study (2 pages
maximum) that captures the creat ive and
actual in teract ive exper ience
CREATIVITY
I nc lude ac t i ve URL to land ing page o r FTP s i te
w i th l i nks to each c rea t i ve e lement o f the
campa ign
OR
Mu l t ip le ac t i ve URLs (separa te each URL w i th
a comma)
Make sure s i tes a re l i ve
CREATIVITY
Inc lude qual i ta t ive and quant i ta t ive data
to suppor t c la ims of success
RESULTS
Did the campaign achieve i ts ob ject ives
and goals?
What impact d id the campaign have on
the market , i f any?
How innovat ive was the campaign?
RESULTS
What impact d id the campaign or
enabl ing technology have on fu ture
ut i l izat ion of mobi le in the i r bus iness?
How did consumers receive the
campaign?
RESULTS
When prov id ing resul ts , hard numbers
and context wi l l have a great impact on
how your entry is judged
RESULTS
I f your c l ien t won ' t le t you revea l resu l t s in
te rms o f ac tua l response ra tes o r sa les ,
express resu l t s in re la t i ve te rms
¤Percen tage improvement over con t ro l o r
re tu rn on inves tment ra t io
¤I ndex resu l t s aga ins t your a l lowab le , your
pas t campa igns ' success fu l per fo rmance o r
ano ther s tandard
RESULTS
I f you do index against past campaigns’
performance, be sure to expla in what
that s tandard is
Index numbers are meaningless i f out o f
context
RESULTS
DEADLINES & ENTRY FEES
Deadlines
Ear ly Bi rd – May 16, 2014
On-Time – June 30, 2014
P lease v is i t the Smart ies websi te for
Entry Fees and Mul t ip le Discounts ht tp : / /www.mmagloba l . com/events / the -
smar t ies /2014/overv iew
Smarties Awards Great Work That
Works Great
Show Us What You’ve Got
Enter Now: ht tp : / /www.mmagloba l . com/events / the -
smar t ies /2014/overv iew
Quest ions?
Contact Barbara Parker
barbara.parker@mmaglobal .com or
Your Local or Region Smart ies Off ice